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耐克一刀切清退所有线上经销商，彻底玩崩中国市场？ episode artwork

EPISODE · Jul 24, 2026 · 8 MIN

耐克一刀切清退所有线上经销商，彻底玩崩中国市场？

from AI 费电讯， 一份报告不同模型解读，用爱发电

市值暴跌、连续八个季度营收下滑，耐克在中国市场彻底急了！为挽救价格体系，耐克官宣从2027年起清退全部线上经销商，滔搏、宝胜集体被“开除”，数千家授权店铺全面退场，全面转向官方直营DTC模式。看似壮士断腕，实则是最大战略误判！真正打乱价格体系的不是经销商，而是耐克自身的库存积压、官方无休止打折。照搬苹果、特斯拉直营逻辑，却忽略球鞋靠文化、渠道、本土化运营立足的本质。本期深度拆解：耐克DTC战略为何全面翻车？砍掉本土渠道，到底是自救，还是在给安踏、李宁、阿迪送市场？

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耐克一刀切清退所有线上经销商，彻底玩崩中国市场？

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